Consumer preferences for pork supply chain attributes

Based on an extensive customized conjoint analysis with 24 attributes of pork production, covering issues from feed to fork, we identified six consumer segments: ecologists (17%), tradition-minded consumers (17%), animal friends (16%), health-concerned consumers (18%), economists (12%) and unpronounced consumers (20%). Typically all segments prefer pork originating from the Netherlands and a zero risk of Salmonella. Discriminating items between segments include issues of pig breeding, housing, farm-level handling of pigs, safety aspects such as residue levels and irradiation of pork, and taste and price. Segments were furthermore found to differ on issues such as willingness to pay for pork production improvements and pork label perception. From our findings we recommend decision-makers in pork supply chains to no longer market pork as a bulk product as there are distinct requirements for pork and the way it is produced. Also, there seems to be sufficient financial room to invest in each of these segments. At the same time, however, it should be noticed that consumers have difficulties with distinguishing between different labels and that they generally have limited knowledge about basic pork production and safety issues.